World Food programme and Tayarah launches campaign called “Not My day” ( Mesh youmi in Arabic). This high-impact awareness campaign has a central question behind it: What if a day in someone else’s life could change how we see our own?. This campaign brings together influential Egyptian voices. The campaign shifts the spotlight to a foundation often taken for granted: food security.
The Creative Twist
The campaign features a lineup of prominent Egyptian figures, including actor Ahmed Magdy, ievents CEO Amr Mansi, and culinary leaders like Founder of Mon Appetit Culinary Academy Mona El Banna, Renowned Chef and winner of Best Chef 2025 Mostafa Seif, and the founder of Gracias, Chef Peri Saleh. At first, they appear to be narrating their own daily routines. However, in a compelling twist, audiences discover these are not their stories.
These influencers are lending their platforms to the real lives of people supported by The World Food programme in Egypt. The stories feature Rabeea and Ismail who are farmers adopting advanced techniques. Also, Afaf’s story who is a refugee rebuilding her life through a small bakery, and Ibrahim, a young man training in solar energy. These narratives illustrate how stability and dignity are built on the bedrock of food security.
Beyond the Routine
Through this storytelling approach, the launched campaign “ Not My Day” highlights how aspirations are fragile without a reliable food source. For Example, starting a business or learning a trade could be harder without proper food. The campaign serves as a vital call for advocacy and support. Amidst current funding shortages, putting this foundation of food security at risk for many supported people.
World food programme with Tayarah launches “ Not My Day” Campaign bringing audiences closer to the realities of vulnerable communities. The campaign reminds us that food security is more than just a meal; it’s a primary driver of opportunity and resilience.